Under the guidance of:
Mr. Sapan patnaik (Area Sales manager) Hindustan Coca-Cola Beverages Private Ltd. ,Bhubaneswar

Prof. K.Dasgupta Faculty Guide KIIT School Of management Bhubaneswar


BY Ansuman Mohapatra Batch-2007-2009


I do hereby declare that the project entitled OPPORTUNITY MAPPING and COMPITITION MAPPING is a bonafide record of the work done by me at “ Hindustan Coca-Cola Beverages Pvt. Ltd.” , Bhubaneswar towards the partial fulfillment of requirement for degree in master of business administration under the supervision and guidance of prof. B.C.M. Pattnaik and Mr. Sapan Pattnaik (Area Sales Manager) and this project report have not been submitted anywhere else previously for award of any Degree /Diploma /Fellowship.

Place-Bhubaneswar (Ansuman Mohapatra)
Date 2007-2009 Batch-

I would like to express my sincere gratitude to Mr. Sapan Pattnaik for giving me an opportunity to work on a live project. I am very grateful to Mr. Sapan Pattnaik for giving me proper guidance in completing the project from beginning. I am also very grateful to plant manager Mr. Kulamani Panda who gave a chance to me to do the project in the marketing the was project successful. I would also like to convey my sincere regards to Mr. Santosh Padhy helping me a lot. I want to express my heartiest regards to Mr. Biswaranjan Mohapatra for guiding me in all financial matter from the very beginning. I want to convey my regards especially to Mr. Sapan Pattnaik for his help in making the project more successful. At last I want to thank all the staffs of human resource, stores, production, quality, shipping and marketing for their co-ordination without whom it would be very difficult for me in achieving my target and making the project successful.

The study comprises of two parts one is to identify the opportunity of, opening of new outlets in potential area and second is to identify the competition provided by its competitors. The main objective of this study of OPPERTUNITY MAPPING is to increase the sales of coca-cola products by creating more and more outlets in potential area and another reason of this study is to increase the market share of coca-cola in Bhubaneswar. The main aim of study of COMPETITION MAPPING is to find out extra benefits or services provided by its competitors as a result the market share of coca-cola must have been reduced in that particular area .By looking into this study, the company will be able to take corrective measures to avoid the loopholes provided by the company in earlier period as a result the market share of the company will increase. The study gives a brief idea about the company, its history and how the company sales force operates globally and acts locally. The coca-cola company follows strict policies and

takes necessary steps to improve its sales by providing better services to consumers with in a short period of time where the company is lagging behind. Therefore the company is the market leader among all beverages in 21st century.

The basic proposition of our business is simple, solid and timeless. When we bring refreshment, value, joy and fun to our stakeholders, then we successfully nurture and protect our brands, particularly Coca-Cola. That is the key to fulfilling our ultimate obligation to provide consistently attractive returns to the owners of our business.

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 


The Coca-Cola Company exists to benefit and refresh everyone it touches. Founded in 1886, the Company is the world's leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups, used to produce nearly 400 beverage brands. The corporate headquarters are in Atlanta, with local operations in over 200 countries around the world. Coca-Cola was invented in May 1886 by Dr. John S. Pemberton in Atlanta, Georgia. The name "Coca-Cola" was suggested by Dr. Pemberton's bookkeeper, Frank Robinson. He penned the name Coca-Cola in the flowing script that is famous today. Coca-Cola was first sold at a soda fountain in Jacob's Pharmacy in Atlanta by Willis Venable.

The Coca-Cola Company is the world's leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups, with world headquarters in Atlanta, Georgia. The Company and its subsidiaries employ nearly 31,000 people around the world. Syrups, concentrates and beverage bases for Coca-Cola, the Company's flagship brand, and over 300 other Company soft-drink brands are manufactured and sold by The Coca-Cola Company and its subsidiaries in nearly 200 countries around the world. What people want in a beverage is a reflection of who they are, where they live, how

they work and play, and how they relax and recharge. Whether you're a student in the United States enjoying a refreshing Coca-Cola, a woman in Italy taking a tea break, a child in Peru asking for a juice drink, or a couple in Korea buying bottled water after a run together, the company is there for you. The company is determined not only to make great drinks, but also to contribute to communities around the world through our commitments to education, health, wellness, and diversity. We strive to be a good neighbor, consistently shaping our business decisions to improve the quality of life in the communities in which we do business. It's a special thing to have billions of friends around the world, and we never forget it. The company remained focused on the basic promise of Coca-Cola, which has not only endured, but indeed carried us. That promise has been its consistent theme throughout its more than 118-year history. • Its people kept that basic promise by working with strong ideals, always • striving to behave in ways consistent with the brand itself. Its leaders had the vision, foresight and the courage to innovate and adapt the mechanics of its business to allow it to thrive within the business conditions of each particular day. So, in the century ahead, the leadership of Coca-Cola will successfully author the next chapter by making sure it stay focused on the promise and ideals of Coca-Cola, while continually adapting its ability to deliver on that promise as business conditions change. In the first decade of the 21st century, it faces the challenge of a new environment, which is driven by a fundamental shift in international economic dynamics, the growing influence of technology and the fact that people increasingly expect more of large corporations. That challenge demands innovation. While it will always be disciplined by its purpose and its ideals, it must intensify its focus on innovation and create new ways to deliver the promise of Coca-Cola. In fact, in an era that is increasingly international and interconnected, it must pioneer a movement from a homogenous global approach to a highly tailored approach reflecting the character of its markets.

This new approach will require:
• • • • Being innovative in its marketing, its brands and its consumer relationships. Collaborating more productively with its business partners. Changing some of the structures of its enterprise. Increasing its commitment to community and the environment.

Thus, it will reinvigorate its enterprise and bring to full life the unique spirit of Coca-Cola and our people. Such real renaissance of the Coca-Cola spirit will enable us to fulfill our purpose of delivering refreshment and benefit to everyone touched by our business.  The Coca-Cola promise and its aspirations for the 21st Century must drive its decisions and its actions. As each day unfolds, it will take clear, disciplined action against 10 explicit priorities.  We will actively cultivate a diverse, rewarding culture that encourages our people to develop to their fullest potential, assuring enjoyment and satisfaction in the Coca-Cola workplace.  We will intensely promote innovation as an explicit priority in every aspect of our business, including the structures of our business.  We will seek genuine, trusting relationships with all our constituents. We will focus especially on the people who buy our brands, appealing not only to their shared values, but also to their differences.

 We will rejuvenate the basic brand-building nature of our company, with focus on brand Coca-Cola.  At the same time, we will broaden our historical portfolio of brands, products and services.  We will work with our bottling partners with clear respect for the interdependent nature of our relationship, actively supporting their efforts to evolve business structur work best for them.  We will collaborate creatively with those who sell our products in the marketplace, developing relationships built on mutual success, not only from our brands, but also from our services.  We will develop new alliances with uniquely qualified partners, to tap into emerging growth opportunities and new routes to market.  We will continually operate as model business citizens, consistently shaping our business decisions to improve the quality of life in the communities where we do business.  We will insist on demonstrating clear leadership and innovation in sustaining the environment, continually collaborating with our suppliers.

The coca cola company exists to benefits and refreshes everyone who is touched by our business.

Coca-Cola in India:

The Coca- cola Business in India
While The Coca-Cola Company is a global company with some of the world's most widely recognized brands, the Coca-Cola business in India, as in each country where it operates, is a local business. Its beverages are produced locally, employing Indian citizens, its product range and marketing reflect Indian tastes and lifestyles, and it is deeply involved in the life of the local communities in which it operates. While The Coca-Cola Company is a global company with some of the world's most widely brands, the Coca-Cola business in India, as in each country where it operates, is a local business. Its beverages are produced locally, employing Indian citizens, its product range and marketing reflect Indian tastes and lifestyles, and it is deeply involved in the life of the local communities in which it operates. After a 16-years absence, Coca-Cola returned to India in 1993. The Company's presence in India was cemented in November that year in a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and Bottling network. Coca-Cola India has made significant investments to build and continually improve its business in India, including new production facilities, wastewater treatment plants, and distribution systems and marketing equipment.  During the past decade, the Coca-Cola system has invested more than US$ 1 billion in India  Coca-Cola is one of the country's top international investors  In 2003, Coca-Cola India pledged to invest a further US$100 million in its operations  Coca-Cola business system directly employs approximately 6,000 local people in India  In India, we indirectly create employment for more than 125,000 people in related industries through our vast procurement, supply and distribution system

 Virtually all the goods and services required to produce and market Coca-Cola locally are made in India.  The Coca-Cola system in India comprises 27 wholly-owned company-owned bottling operations and another 17 franchisee-owned bottling operations.  A network of 29 contract-packers also manufactures a range of products for the Company  The complexity of the Indian market is reflected in the distribution fleet, which includes 10-tonne trucks, open-bay three-wheelers that can navigate the narrow alleyways of Indian cities, and trademarked tricycles and pushcarts. 



Internationally, Fanta - The 'orange' drink of The Coca-Cola Company, is seen as one of the favorite drinks since 1940's. Fanta entered the Indian market in the year 1993. Over the years Fanta has occupied a strong market place and is identified as "The Fun Catalyst". Perceived as a fun youth brand, Fanta stands for its vibrant color, tempting taste and tingling bubbles that not just uplifts feelings but also helps free spirit thus encouraging one to indulge in the moment. This positive imagery is associated with happy, cheerful and special times with friends.




500 ml, 1.5 L, 200 ml, 300 ml, 2 L, 2.25 L, 500 ml + 100 ml 330 ml Various Sizes

DIET COKE (Looking good and tasting great!):

Diet Coke was born in 1982 and quickly became the No. 1 sugar-free drink in dietconscious America. Known as Diet Coke in the U.S., Canada, Australia and Great Britain, and as Coca-Cola light in other countries, it's now the No. 3 soft drink in the world. It's the drink for people who want no calories, but plenty of taste. Ad campaigns around the world for Diet Coke share a playful, sophisticated and fun-loving attitude.

Glass 200 ml

PET 500 ml

Can 330 ml

Fountain -


Maaza was launched in 1976. Here was a drink that offered the same real taste of fruit juices and was available throughout the year. In 1993, Maaza was acquired by Coca-Cola India. Maaza currently dominates the fruit drink category. Over the years, brand Maaza has become synonymous with Mango. This has been the result of such successful campaigns like "Taaza Mango,Maaza Mango" and "Botal mein Aam, Maaza hain Naam". Consumers regard Maaza as wholesome, natural, fun drink which delivers the real experience of fruit. The current advertising of Maaza positions it as an enabler of fun friendship moments between moms and kids as moms trust the brand and the kids love its taste. The

campaign builds on the existing equity of the brand and delivers a relevant emotional benefit to the moms rightly captured in the tagline "Yaari Dosti Taaza Maaza".

Glass 200 ml, 250 ml

Tetrapak 125 ml, 200 ml

PET 1.2 L

Fountain Various Sizes


Lime n' lemony Limca , the drink that can cast a tangy refreshing spell on anyone, anywhere. Born in 1971, Limca has been the original thirst choice, of millions of consumers for over 3 decades. The brand has been displaying healthy volume growths year on year and Limca continues to be the leading flavors soft drink in the country. The success formula? The sharp fizz and lemony bite combined with the single minded positioning of the brand as the ultimate refresher has continuously strengthened the brand franchise. Limca energizes refreshes and transforms. Dive into the zingy refreshment of Limca and walk away a new person..

Glass 200 ml, 300 ml, 500 ml, 1000 ml

PET 500 ml, 1.5 L, 2 L, 2.25 L, 500 ml + 100 ml



330 ml

Various Sizes


The world's favourite drink. The world's most valuable brand. The most recognizable word across the world after OK. Coca-Cola returned to India in 1993 and over the past ten years has captured the imagination of the nation, building strong associations with cricket, the thriving cinema industry, music etc. Coca-Cola has been very strongly associated with cricket, sponsoring the World Cup in 1996 and various other tournaments, including the CocaCola Cup in Sharjah in the late nineties. Coca-Cola's advertising campaigns Jo Chaho Ho Jaye and Life ho to Aisi were very popular and had entered the youth's vocabulary. In 2002, Coca-Cola launched the campaign "Thanda Matlab Coca-Cola" which skyrocketed the brand to make it India's favourite soft-drink brand. In 2003, Coke was available for just Rs. 5 across the country and this pricing initiative togetherwith improved distribution ensured that all brands in the portfolio grew leaps and bounds. Coca-Cola had signed on various celebrities including movie stars such as Karishma

Kapoor, cricketers such as Srinath, Sourav Ganguly, southern celebrities like Vijay in the past and today, its brand ambassadors are Aamir Khan and Hrithik Roshan.

Glass 200 ml, 300 ml

PET 500 ml, 1.5 L, 2 L, 500 ml + 100 ml

Can 330 ml

Fountain Various Sizes


Thums Up is a leading carbonated soft drink and most trusted brand in India. Originally introduced in 1977, Thums Up was acquired by The Coca-Cola Company in 1993. Thums Up is known for its strong, fizzy taste and its confident, mature and uniquely masculine attitude. This brand clearly seeks to separate the men from the boys.

Glass 200 ml, 300 ml, 500 ml, 1000 ml

PET 500 ml, 1.5 L, 2 L, , 500 ml + 100 ml

Can 330 ml

Fountain Va


Worldwide Sprite is ranked as the No. 4 soft drink &is sold in more than 190 countries. In India, Sprite was launched in year 1999 & today it has grown to be one of the fastest growing soft drinks, leading the Clear lime category. Today Sprite is perceived as a youth icon. Why? With a strong appeal to the youth, Sprite has stood for a straight forward and honest attitude. Its clear crisp refers hing taste encourages the today's youth to trust their instincts, influence them to be true to who they are and to obey their thirst.

Glass 200 ml, 300 ml,

PET 500 ml, 1.5 L, 2 L, , 500 ml + 100 ml

Can 330 ml

Fountain Various Sizes


In the company's journey towards the vision 'leading the beverage revolution in India', now even Garam matlab Coca-Cola. A hot new launch from Coca-Cola India. Georgia, quality tea and coffee served from state of the art vending machines is positioned to tap into the nations biggest beverage category. Georgia, which promises a great tasting, consistent, hygienic and affordable cuppa is available in a range of 7 sizzling flavors, adrak, elaichi, masala and plain tea cappuccino, mochaccino and regular coffee. Georgia is currently in the roll out stage after a successful launch in Delhi & Kolkata. Georgia aims to become the consumers preferred choice of hot beverage when he is on the go, the brand is well on course to achieving its vision.

While Georgia is a mass market offering, Georgia Gold is the premium brand which caters to the connoisseur. Made from freshly roasted and ground coffee beans, Georgia Gold is delicious tasting aroma with the tantalizing aroma of fresh coffee. Currently available exclusively at McDonalds outlets across the country Georgia Gold has driven coffee sales through the roof. The success of hot beverages from Georgia Gold has resulted in extension into the cold category, with the introduction of Ice Tea and Cold Coffee.


Water, a thirst quencher that refreshes, a life giving force that washes all the toxins away. A ritual purifier that cleanses, purifies, transforms. Water, the most basic need of life, the very sustenance of life, a celebration of life itself. The importance of water can never be understated. Particularly in a nation such as India where water governs the lives of the millions, be it as part of everyday rituals or as the monsoon which gives life to the sub-continent. Kinley water understands the importance and value of this life giving force. Kinley water thus promises water that is as pure as it is meant to be. Water you can trust to be truly safe and pure. Kinley water comes with the assurance of safety from the Coca-Cola Company. That is why we introduced Kinley with reverse-osmosis along with the latest

technology to ensure the purity of our product. That's why we go through rigorous testing procedures at each and every location where Kinley is produced. Because we believe that right to pure, safe drinking water is fundamental. A universal need that cannot be left to chance.


‘’Orange juice with real orange pulp” with this slogan, Coca cola launched its minute maid brand of orange juices for the first time in the country at Hyderabad. Though Coca cola India had in its portfolio the highly successful Maaza brand in the juices segment (which it got from the chouhans), this is the first time the company is introducing some of the products from its own Minute maid portfolio.

The roll out of the naturally refreshing orange beverage with real pulp has been designed to extend the Company’s market leadership in the juice segment and with this launch; it is expected to further extend its leadership.

PET 400ML, 1L, 1.25 L

Media Promotion
To give a broad look to the marketing strategies of Coca-Cola the following points can be taken into consideration regarding their opportunity and threat analysis.  Coca-Cola has already dominated many existing brands of Pepsi; however it may be possible that in the next few years Coca-Cola is going to eat the entire soft drink market.  Again it is the threat that the monopoly may not exist after boycotting the Pepsi as because of the chances of arrival of the local brands, these companies may be a threat for Coca-Cola in the next few years.

 Perhaps the current largest for Coca-Cola apart from Pepsi is a spiritual and patriotic issue which is also a threat for Pepsi, this is the spiritual media channels like Astha and Sanskar.

 Profit: maximizing return to shareowners while being mind full of Our over all responsibility  Planet: Being a responsible global citizen that makes a difference.  People: being a great place to work where people are inspired to be the best they can be.  Partners: nurturing a winning network f partners and building mutual loyalty.  Portfolio: bringing to the world a portfolio of beverage brands that anticipate and satisfy people desire and need.

 To refresh the world in mind body and sprit.  To inspire moments of optimism through our brands and our actions.  To create value and make a difference every where we engage.



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The company manufactures Concentrate for sale to Bottlers.

Bottlers produce the final products and sell them to customers.

Manufacture Beverage ba


SWEETENER Team of professionals, work on selecting, auditing, sampling, testing, approving and then authorizing the sugar suppliers and the list of such authorized suppliers with approved sugar lots and along with the certificate of analysis are sent across to all the bottling unit for procurement. SECRET FORMULA Created in special concentrate plants, its delivered held and used under strict controls to maintain its integrity and security. Each unit of concentrate is especially identifiable to allow the “History” of each component to be researched at any stage of production, storage or use. CO2 FORMULA When delivered to the plant, co2 comes in cylinders for easy delivery and storage. In essence, co2 a colorless and odorless gas that provides the “Fizz” for our beverages. WATER Since water is a key component to all our beverages, its quality is critical. And since public water quality varies around the world, each plant further treats the water it uses. This means that before water is added to any of the beverages, its rigorously filtered and cleansed. MATERIALS Ingredients are not the only things delivered to the plant, other materials such as bottles, cans, labels and packaging are also delivered. Coca cola plants in Khurda uses refillable glass bottles (RGB) in the production process. When bottles are delivered to the plant, they are carefully inspected to ensure that they meet the exacting standards. Once these have passed initial inspection, they move on to be washed and rinsed.

WASHING AND RINSING To ensure quality, each bottle is washed, sanitized and rinsed before being filled. While this sounds simple, the actual steps can differ by bottling plant. In khurda, Coca cola plants use refillable glass bottles. To ensure they meet the cleanliness standard of the company, bottles are first hit with pre-rinse jets which remove a dirt or debris. They are then soaked in a high temperature deep cleaning solution that removes any remaining dirt and sanitizes them. The bottles then move to the “Hydro wash” where they are washed again with a deep cleaning pressure spray. MIXING AND BLENDING H2O AND SUGAR Mixing and blending begins with the steps of mixing pure water with refined sugar, which creates simple syrup. The syrup is then measured for the correct amount of sugar. H2O AND SYRUP With the syrup nearing its final state, it is mixed with pure water, creating the finished carbonated beverage. However, the water and syrup must be mixed in right ratio. This is done by the beverage proportioning equipment. It accurately measures the correct ratio for each and sends this mixture to the carbonator. CO2 ADDING Adding CO2 or carbon dioxide gas, it is the final touch that carbonates the beverages, CO2 not only give our beverages their effervescent zest but it also adds to the distinctive and familiar taste everyone has come to expect from our beverages. FILLING Once all the ingredients have been mixed and blended and the bottles have been cleaned and sanitized the plant is ready to start filling. This is a surprisingly complex process requiring precision at each step. To begin with bottles must be carefully timed as they move to the filler. Before the bottles can be filled, the inside of the bottles must be pressurized. This

allows for the force of gravity itself to draw the beverage into the bottle a process that ensure the smooth flow of liquid with little to no foaming. CAPPING Once filled, bottles are then capped. Company uses different bottles, glass bottles are usually topped with a metal. Each cap type then moves through different parts of the machine which ensures each cap stays scratch free and is in the right position to be precisely placed on the bottle. The process actually stops if the detector doesn’t find a closure. If the bottle cap isn’t just right, the beverages can become flat or be affected in other ways. If this happens the bottle is discarded. CODING The bottle is now ready to be coded. Each one of the beverages is marked with a special code that identifies specific information about it. The codes simply identify the data the beverages was bottled. These codes identify the date, time, batch no. and the MRP. INSPECTION Company inspects bottles at many points during the process. With the refillable bottles, it happens when they are first brought into the plant. They are also inspected after they are washed and again after they are filled. Inspectors look for external bottle imperfections and make sure each bottle has the right amount of beverages. Even after filling, the plant samples bottles for analysis in its lab to ensure quality is up to standards. PACKAGING Once the filled beverages have passed final inspection, they are ready to be packaged for delivery.

WAREHOUSING AND DELIVERY In order to make sure the freshest beverages possible get to you, each warehouse must efficiently manage the thousands of beverages cases produce each day. From the warehouse, beverages are loaded onto the distinctive trucks. The organizational chart of the company as of today in India is attached in Annex- 2


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Coca cola has its own management system which is a major tool that helps management in problem solving and framing marketing strategy. Here the market research is carried out at different places in Bhubaneswar. In order to expand the market of coca cola, survey was made to find the areas where there is scope for opening new outlets thus on that basis survey was carried out. Channels for new outlet were Grocer, E&D, Conveniences, so considering these channels areas were looked for the outlets where coca cola can setup there market. The objective of the survey is to know the situation of market, check the problems of the retailers and activate new outlets. The outlets can be classified as per three criteria: Consumption pattern Volume pattern Shoppers profile

  

Based on Consumption pattern
The outlets are classified in to three categories. ● E & D. ● Grocery ● Convenience E&D: - This stands for Eating & Drinking outlets. Generally all the restaurants, hotels and fast food centers are comes under this. GROCERY: - This is a part of merchandising. Generally all the general grocery shops comes under this category. CONVENIENCE: - Includes outlet which are small stores or shops, generally accessible locality. There are often located along side busy roads. I t includes STD booth, Beetle shop etc. stores and

Based on volume pattern
According to the volume of the sale in the outlet the company has adopted a unique policy they categorized the entire outlet into four segment i.e.     DIAMOND GOLD SILVER BRONZE

DIAMOND: - Those outlets are known as Diamond outlets where the annual sale of Coca cola soft drinks is more than 800 crates. GOLD: - Those outlets are known as Gold outlets where the sale is in between 500 crates to 800 crates per annum. SILVER: - Those outlets are known as Silver outlets where the sale is in between 200 to 499 crates per annum. BRONZE: - Those outlets are known as Bronze outlets where the sale is less than 200 crates per annum.

Based on shoppers profile
The outlets can be classified into three categories of outlets    High income level Medium income level Low income level

The 4A’s of activation are the following     Availability Affordability Acceptability Activation

Outlet activation Activation means doing activity in an around the outlet that triggers consumption/purchase. So that the sale of the product will increase. The activation is divided into four activities:   Most relevant product – The right SKUs are available Ideal in store support – Sales generating assets (SGA), Merchandising equipment, displays etc.   Impact communication -Price, Promotions, channel messages. Right locations of SGAs, display racks, in-store support etc in hot spots.

Sales generating asset (SGA) SGA stands for Sales Generating Asset. Normally SGA is a Refrigerator. This helps for keeping the CSD (Carbonated Soft Drinks) in low temperature for which the CSD will be consumed by the consumers instantly. There are different types of SGA are manufactured by the company and they are distributed to the retailers according to their requirements. The SGA are Visi cooler, Chest cooler and Ice box.

SGA Distribution
SGA distribution is depending upon the sales volume of the retailer and the area. The area is generally classified according to the income group of the people. They are high income group area, medium income group area and low income group area.

9 C/S

20 C/S

30 C/S

7 C/S

9 C/S

20 C/S

4 C/S

7 C/S

9 C/S




C/s- Cases of RGB

Distribution of coca cola is done basically in two ways:a) Direct operation. b) Indirect operation. But the distribution of Coca Cola varies from place to place. In India Coca Cola is doing his distribution by direct operation, indirect operation & by both also. Especially in Bhubaneswar coca cola is doing its distribution by both direct operation & indirect operation.

Here company does its distribution by him self. There is no role of middle man. Every activities of a distribution process is under the control of the company. Here coca cola runs its own vehicles in that particular area for the distribution. By direct operation company gains a lot. The direct operation of the coca cola is as follows:-




Here in the distribution process middleman’s role came into existence. In coca cola the distributor is the middle man. Everything is not under the control of the company.

Basically Coca Cola Company selects a person for some specific areas for the distribution process. In Bhubaneswar there are six distributors. They are:

1.Shree Maa agencies 2.Maa Santoshi 3.Baldev jew 4.Kiran Tyres 5.Pradhan Distributor Indirect operation of coca cola in Bhubaneswar is as follows:--






Rasulgarh, Mancheshwar, Balakati,

Old town, Som Hospital Area, Cuttack Road, Saheed Nagar, Satya Nagar, VSS Nagar, M.I.E Bapuji Nagar, Lewis Road Uttara chowk, Samantarapur

Shree Maa agencies: Unit-4, some part of PD Mkt, Nayapalli, Governor House, Acharya Vihar. Maa Santoshi: jaydev Vihar, Unit-1, Mkt Building, Master canteen, Kharvel Nagar, Ganga Nagar, Air Port, Delta, some part of PD Mkt, Ram Mandir Area. Baldev Jew: C.S.Pur, KIIT, Patia, Saileshree Vihar, Barang. Kiran Tyres: Barmunda, Ruchika Mkt, H.B.Colony. Pradhan Distributor: Khandagir, Jagamara, Bharat Pur.

In the next page Bhubaneswar Map is given & in the map Sky color is assigned for direct operation & grey color is assigned for indirect operation.

SWOT analysis is a basic, straightforward model that provides direction and serves as a basis for the development of marketing plans. It accomplishes this by assessing an organizations Strength (what an organization can do) and Weakness (what an organization can not do) in addition to Opportunities (potential favorable conditions for an organization) and Threats (potential unfavorable condition for an organization). SWOT analysis is an important step in planning and its value is often underestimated despite the simplicity in creation. The role of SWOT analysis is to take the information from the surrounding and separate it form internal issues (strength and weaknesses) and external issues (opportunities and threats). Swot analysis assists the firm in accomplishing its objectives (strength or opportunity) and overcoming the obstacles (weakness or threats).

 Better network – covers whole of the city.  Brand recognition – brand image among customers

 Product availability – coca cola has six distributors in Bhubaneshwar so the product is regularly supplied to its outlets.  Brand equity – high equity in the market.  Advertisement policy – Coca Cola Company has endorsed with famous personalities like Aamir Khan, Hrithik Roshan, Akshya Kumar, Priyanka Chopra, Kareena Kapoor and many more.  Bottling plants – there are 29 bottling plants in India. These plants are company owned and not franchised like Pepsi.  Promotional schemes – to activate sales company is providing Umbrellas, Chairs, Tables, racks, flanges, visicooler & glasses.

 Retailers interested in short term gains.  Doesn’t have coverage in rural area.  Difficulty in turning suspects into prospects.  Retailers complain for irregular visit of distributors.  Few areas yet to be activated.

 Greater opportunity in rural areas where coca cola can gain a substantial base.

 70% of total population lies in rural area, and market penetration of soft drink is only 12% hence there is greater scope of increasing revenue of the coca cola company.  Opening new outlets in the area where the coca cola’s market share is less.  Company should offer schemes for long term profit to the retailer so that they get involved in long term association.  Company should give more number of schemes.  Improvement in distribution channel.  Improvement in bottling plant  More disposable income by using plastic cans.  Opening new outlets in convent schools ,as more urbanization  More office blogs are opening in Bhubaneshwar it leads to greater opportunity for coca cola as it is a ready alternative for snacks  Covering greater institutional areas as younger generation gets much fascination out of such beverages

 Impulse customer’s bye what ever is in the offer, so company should give offers regularly.  Health conscious people are boycotting soft drinks.

 Threat from Competitors as they give offers at cheaper rates than coca cola.  Lack of adequate new trends  Its too seasonal  People are becoming health conscious

The basic proposition of our business is simple, solid and timeless. When we bring refreshment, value, joy and fun to our stakeholders, then we successfully nurture and protect our brands, particularly Coca-Cola. That is the key to fulfilling our ultimate obligation to provide consistently attractive returns to the owners of our business. A.THE SYMBOL OF QUALITY Everything associated with the trademark of the Coca-Cola Company reflects the company’s position of leadership and quality. 1. Physical Facilities And People – The facilities, service, activities and people of Coca-Cola system demonstrate leadership and quality of all items.

2. Advertising And Marketing – All trademark bearing items reflect good taste, and are maintained in excellent condition. 3. Protection Of Products, Processes And Information - Every organizational unit must have a means, as appropriate, to protect ingredients, packaging materials, and final products from damage or tampering, additionally, each unit must protect sensitive processes and information. 4. Prevent Unauthorised Use Of Trdemarked Materials - All organizational units must prevent unauthorized use of trademark bearing materials. 5. Auditing And Monitoring Programs – Each organizational unit must be evaluated to determine the effectiveness of its quality system, and to ensure conformance to the Coca-Cola quality system. 6. Standards And Specifications – All products of the coca – Cola Company and all materials used in those products must meet company standards and specification. 7. Operational Fitness - Only approved documented manufacturing processes proven to meet Company performance specifications are to be used in the production of Company Products. 8. Business Goals And Objectives – Every organizational unit must integrate quality goals and objectives into their business plans. It helps in achieving business objectives and measure performance and focus on driving mutual accountability, improving customer satisfaction, operational fitness, and financial performance. B.CUSTOMER AND CONSUMER SATISFACTION Inherent in the products and services associated with the Coca – Cola company is a desire to attain the highest level of customer and consumer satisfaction. • • Customer And Consumer Program – Every organizational unit must feed – back from customers and consumers is appropriately handled. Product Age – Every organizational unit must have programs in place to ensure consumers receive the freshest products. A RESPONSIBLE CITIZEN OF THE WORLD ensure that

The Coca-Cola Company is a responsible corporate citizen in all activities associated with people and its products and trademarks. 1. Comply With Food Laws And Regulatory Requirements – All Company products and packaging must comply with applicable food laws and testing practices must comply with regulatory requirements. 2. Environmentally Responsible – All organizational units conducts business in ways that protect and preserve the environment. 3. Safety And Loss Prevention – All organizational units ensure a safe working environment by identifying, evaluating, and controlling hazards that could adversely impact our people, property, trademark and the public.

CREDIT COLLECTION POLICY A good credit collection policy is one in which procedures are clearly defined and customer know the rules. Debtors who are experiencing financial difficulties will always try to delay payment to companies with relaxed collection procedures. The supplier who insists on payment in accordance with agreed terms, and who is prepared to cut off supplies or take action to recover overdue debts, is most likely to be paid in full and on time.

Customer Places Order Cash Received

Credit screening and terms agreed


Goods Delivered

Customer Receives Statement Customer Receives Invoice

Invoice Raised


PepsiCo, Inc. (the "Company") was incorporated in Delaware in 1919 and was reincorporated in North Carolina in 1986. PepsiCo is engaged in the beverage and snack food businesses. On October 6, 1997, the Company spun off certain of its restaurant businesses, consisting of Pizza Hut, Taco Bell and KFC, to shareholders as an independent publicly-traded company. In addition, Company disposed of PFS, its restaurant distribution operation and its noncore restaurant businesses. BEVERAGES PepsiCo's beverage businesses, which operate as Pepsi-Cola Company, are comprised of two business units: Pepsi-Cola North America ("PCNA"), and Pepsi-Cola Company International ("PCI"). PCNA manufactures and sells beverage products, primarily soft drinks and soft drink concentrates, in the United States and Canada. PCNA sells its concentrates to licensed bottlers ("Pepsi-Cola bottlers"). Under appointments from PepsiCo, Pepsi-Cola bottlers manufacture, sell and distribute, within defined territories, soft drinks and syrups bearing trademarks owned by PepsiCo, including PEPSI-COLA, DIET PEPSI, MOUNTAIN DEW, SLICE, MUG, ALL SPORT and, within Canada, 7UP and DIET 7UP (these products are sometimes referred to as "Pepsi-Cola beverages"). Pepsi-Cola beverages are manufactured in approximately 165 plants located throughout the United States and Canada. PCNA operates approximately 60 plants, and manufactures, sells and distributes beverages throughout approximately 450 licensed territories, accounting for approximately 60% of the Pepsi-Cola beverages sold in the United States and Canada.

PCI manufactures and sells beverage products, primarily soft drinks and soft drink concentrates, outside the United States and Canada. PCI sells its concentrates to PepsiCola bottlers. Under appointments from PepsiCo, Pepsi-Cola bottlers manufacture, sell and distribute, within defined territories, beverages bearing PEPSI-COLA, 7UP, MIRINDA, DIET PEPSI, PEPSI MAX, MOUNTAIN DEW, DIET 7UP and other trademarks. PCI operates 37 plants bottling PepsiCo beverage products. There are approximately 275 plants operated by independent licensees or unconsolidated affiliates bottling PepsiCo's beverage products which are available in 186 countries and territories outside the United States and Canada. Principal international markets include Argentina, Brazil, China, India, Mexico, the Philippines, Saudi Arabia, Spain, Thailand and the United Kingdom.


YEAR 2OO7 - 08 (In Million)
28-Mar-08 ASSETS CURRENT ASSETS Cash and cash equivalents Marketable securities Trade accounts receivable, less allowances Inventories Prepaid expenses and other assets TOTAL CURRENT ASSETS INVESTMENTS Equity method investments: Coca-Cola Enterprises Inc. Coca-Cola Hellenic Bottling Company S.A. Coca-Cola FEMSA, S.A.B. de C.V. Coca-Cola Amatil Limited Other, principally bottling companies and joint ventures Cost method investments, principally bottling companies TOTAL INVESTMENTS OTHER ASSETS PROPERTY, PLANT AND EQUIPMENT — net TRADEMARKS WITH INDEFINITE LIVES GOODWILL OTHER INTANGIBLE ASSETS TOTAL ASSETS LIABILITIES AND SHAREOWNERS' EQUITY CURRENT LIABILITIES Accounts payable and accrued expenses Loans and notes payable Current maturities of long-term debt Accrued income taxes TOTAL CURRENT LIABILITIES LONG-TERM DEBT OTHER LIABILITIES DEFERRED INCOME TAXES SHAREOWNERS' EQUITY Common stock, $0.25 par value; Authorized — 5,600 shares Capital surplus Reinvested earnings Accumulated other comprehensive income Treasury stock, at cost TOTAL SHAREOWNERS' EQUITY $6,199 221 3,500 2,447 2,521 14,888 1,661 1,571 1,065 836 2,440 549 8,122 2,702 8,675 5,323 4,334 2,960 $47,004 $7,805 7,285 130 368 15,588 3,259 3,287 1,838 880 7,662 36,843 1,199 -23,552 23,032


The topic “Opportunities mapping and Competition mapping for the project work was suggested to me by the Area Sales Manager of Hindustan Coca-Cola Beverage private limited. He asked me to conduct a survey in areas where the coca-cola market is weak and to find out places where new outlets of Coca-Cola can be opened & was also assigned to convince retailers and dealers to open new outlets for Coca-Cola. Armed with the ideas provided to me by the Area Sales Manager and Dealers, I went ahead for the research. In order to collect samples during my survey I planned to take recourse to the Random Sampling because as the name suggests, in this method of sampling any unit of population can be selected at random. In my research, the distributors of coca-cola and the retailers in Bhubaneswar comprise the universe. Therefore, they are the ones who constitute as the main source of information to me.

SAMPLE SIZE FOR SURVEY The survey for new outlets of coca-cola was done in about 200 shops including eateries & drinkeries, groceries, and other conveniences. Out of 200 shops, 60 shop owners agreed to open new outlets and sell coca cola’s products.

MAIN OBJECTIVE • To find out competition provided by its competitors and the extra benefits or offerings provided by its competitors. • • To find the retailers satisfaction. Opportunities in the market for opening of new outlets.


• • • • •

Availability of products in the outlets Activation of new outlets To know the number of outlets of Coke To know the number of outlets of Pepsi To know the number of mixed outlets

• • • • • •

To know the number of SGA distribution of Coke & Pepsi To know strength of Coke Reasons of decreasing sales volume of Coke in few Areas To know the problem definition of Coke It helps to design the sales and marketing plan for the future Opportunities in the market

METHOD OF DATA COLLECTION There are different methods of data collection. They are:-observation, experimentation, uncontrolled experimentation, controlled experimentation, survey and focus group. Here the data are collected by market survey. Market survey Market survey is one of the most widely used MR technique .it is at times viewed as synonymous with marketing research. This is erroneous. It has to be understood clearly that market survey is just one of the techniques of MR and is not synonymous with MR. It is just one of the methods of collecting marketing information required for a given marketing assignment. It is used when the required data is not available with the company’s internal records, as well as external published source.

Here the researcher carries out opinion pools involving sales persons, dealers, traders and experts. Trade surveys are very common. In conducting these surveys, the researcher has to carefully select the instrument and methods of surveying.

METHODOLOGY The data can be dichotomized into two types: primary data, secondary. In this study the data collected was mainly primary data. The respondents were from the area of Bhubaneswar. The secondary data were obtained from the Coca-Cola city office. The sample size collected for the various objectives where, from the total number of outlet the sample size determined was: 200

INSTRUMENT FOR DATA COLLLECTION: The primary data collected through the survey method for the purpose of the study. The survey was done by using questionnaire method. Beside this I had an informal discussion with the retail outlet. Secondary data: information regarding the organization was obtained from secondary sources like company journals, company websites, publications & records.


The major limitations of the project work under study is time , since it is to be completed with in a period of two months and this time period may not be sufficient to undertake a comprehensive study.

• •

This study is exclusively from HCCBPL, Orissa and the results cannot be extrapolated to other organization. Being a project student, it created some hurdles in getting the true feedback from the respondents.


There are some specific areas covered for the purpose of survey in the state capital of orissa, Bhubaneswar. Generally these areas are weaker in terms of sales. To find out the reason of low sales volume, competitor’s activity and the improvement to be needed for high sales volume, the survey was done.

• • • • • • • • Rasulgarh, Mancheswar Cuttack road Lewis road Old bhubaneswar Saheed nagar Satya nagar Kalpana square Utara chowk

Here according to the survey point of view, the outlets are classified in to three types. They are;

Pepsi outlets: Where all the carbonated soft drinks of PepsiCo are available i.e. Pepsi, Mirinda, 7up, Slice, Mountain Dew. Coke outlets: Where all the carbonated soft drinks of Coca-cola are available i.e. Coca-Cola, Thumsup, Sprite, Limca, Fanta, Maaza, Kinley. Mixed outlets: Where both PepsiCo and Coca-cola products i.e. Carbonated soft drinks are available. As the name of the project suggests, the project is all about finding the opportunity of opening of new outlets in the potential area . The main objective is to increase the market share of coke-cola products by creating more and more outlets and by making the products more familiar. In COMPETITION MAPPING, the main objective of this project is to find out competition provided by its competitors and the extra benefits or offerings provided by its competitors. In this project we also look into the services provided by its competitors and also we want to know why particular retailer prefers pepsi products rather than coke products. In our project we covered a certain areas of Bhubaneswar like Saheednagar,Satyanagar,Rasulgarh, Lewis road, Kalpana square,utara chowk, Old bhubaneswar etc. I went through all the potential shops those did not keep coca-cola or anything else. I personally convince the shopkeeper to keep our products because these days particularly in summer our products are very demanding. People are really searching our products when they are felling thirsty or to avoid hot and humidity. Why people are searching our products because some of our products are very demanding, very tasty and quality of certain products are really very good compared to its competitors. What is a potential outlet? what does it exactly mean?

Potential outlet, even if it has not been described clearly but as per the instruction of my project guide potential outlet is something whose monthly sales must exceed more than 5000 rupees, no matter whether the shop is a grocery or a hotel, or a convenience store. Potential area is that place whether the outlet is in the market place or nearer to market place or in a chowk or nearer to a colony or nearer to a particular landmark, where regularly some people must go through that place hoping that some business will take place.

STEPS INCLUDE: • • • • • • • • Identify the potential area Identify the potential outlet by knowing the business Convince the retailer to keep our products Convey the cost and price of the products Convey the terms and conditions of payments Convey the offerings and benefits provided by the company Convey the retailer about the company policy for providing SGA OR ICEBOX Convey the retailer about role of a sales person

We went through the project by filling up the questionnaires provided by our project guide. As per the questionnaire first I asked the retailer whether the products you keep are supplied by the distributor or direct through the company. Then I get to know it is by company DSD, which stands for direct sales distributors. In this case no intermediaries are required. After this we note down the outlet’s name and retailer’s name .Then we note down the address of particular outlets which wants to being a part of our company that means that

particular outlet wants to have our products .We note down all these things for easy access of the company .Even we take its contact no. for easy communication. Then the whole outlet category is divided into three parts. Convenience, grocery and E & D. This stands for eating and dining. First we get to know which type of outlet is this. Accordingly we provide the SGA OR ICEBOX as per the requirement of the outlet. Even we provide different benefits to different category of outlets. Then we ask the retailer whether he or she wants to keep R.G.B which stands for returnable glass bottle and whether the retailer wants to keep pet or not and the big bottle containing 1.5ltr or 2ltr and which is the most salable item in terms of container and in terms of product . Then we ask the whether he services provided by the company is satisfactory or not. Do they get the products in right time or not? If the outlet would be a new outlet then we explain the role of sales person for that particular area. If it would be an old one we ask them whether the sales person visits the outlet frequently or not. Last we ask the retailer to give overall remarks for our company regarding service, products everything.

From the surveyed outlets, there are some following data, which are given below. Total number of outlets covered = 200 Total number of Pepsi outlets = 26 Total number of Coke outlets = 9 Total number of mixed outlets = 32 Total number of new outlets = 50


13% pepsi coke mixed


new 47%

From the above graphical representation, it is cleared that most of the outlets are coca cola outlets which is 47%. After that the new outlets which is 24% and lastly the Pepsi outlets which is 13%.This is the macro analysis of the data which are got from the market. The microanalysis of those data are given below.


 Use of disposable cans should be increased like plastic cans  Younger generation are more interested in soft drinks ,so new openings in institutional areas should be increased  Paper pouches to be replaced for plastic carriers for juice , environment friendly conditions

 Coca cola is English oriented so covering of English medium schools to open new outlets  As people are now a days becoming more health conscious so vitamin water can be made to quench the thirst of health consciousness  Other health drinks like milk proteins content soft drink can be invented

1. We need to be proactive and aggressive in new counter opening through visibility exercise in clusters like sailasree vihar, market building area. 2. We should take calculative risk to Provide SGA & open new outlets in Saheed Nagar, and maître vihar clusters where there is huge competition. 3. We need to prove to the network that we take care of small counter as well - by taking initiative like better service, schemes by grooming some of them.

4. We should arrange training programmes for prospective new dealers to give insight of the business which will help them to develop their counters. 5. We need to appoint one good well managed distributor for better service to the rest of network where the presence is less and to access the market easily. 6. Company should introduce package of zero initial deposit; this will help us to retain our future prospective counters. 7. We should react fast in better and timely service to the counter. 8. We need to provide sufficient posters, banners and sales promo materials like rack etc to these set of counters and hoarding and wall painting in these locality to increase the awareness among the customer. 9. As the presences in some areas are below average we can run some TV ads in local channels thru the cable operators. 10. We can organize some events during summer in the locality for young generation in a well known school or college. 11. We can make some street audit of these areas once in 3 months to know the developments in the locality where we had already run some promo activities.

12. We should take initiatives to form a strong & long term relationship with the counter  We should arrange training programmes for selected counter regarding how to sale new products and schemes etc.  We can arrange some higher ups visit at least once in quarter to make them engaged in the business and can be called for a dealer meet addressed by the Sr. Managers of the company.

These counters should be encouraged to involve company sales Officers as much as possible to give better service We should try to give business thru local parties or events by these outlets. We should remember special occasions (like anniversary, birthday, new year etc) of these outlets and give some momentous in these occasions.

 

In the due course of time of project, which lasted for 8 weeks, I got the chance of visiting 190 outlets and also interact with each and every person of those outlets in

Bhubaneshwar. By formal interaction with the dealers and retailers, I got to know many a things from the outlets. In this particular city Coca cola is doing well as compared to Pepsi. But there are few mixed outlets too. So to increase the market share of Coca cola it should tap all the mixed outlets. About 80% of market is owned by it, yet more is expected to be achieved. Coca cola is trying to increase its expansion by: • • • Entering to the Milk segment. Providing the packed Lemon water. Entering to the organized Juice market.

Company should take advantage of its positive aspect like rain harvesting and many social activities. Coke is investing a huge amount on advertising, it should reduce the advertising cost and that amount should be used in various promotional offers then the sell will increase like any thing. If sale increase obviously the market share will also increase. In Bhubaneswar if Coke will do the direct operation then the margin will go to the company and as a result company will generate more profit. In other parts and cities also company should do direct operation. In my findings there are some drawbacks. The company should overcome these draw backs. There are few threats that the company should not neglect, they are like 1. People are becoming health conscious hence switching to fresh fruit juice 2. Omfed is also gaining its weightage in soft drink market 3. Amul cool also is increasing its demand 4. Increasing crowd in fruit juice and lassi stalls are alarming 5. It also can introduce vitamin water considering health consciousness of customers. .

Company’s new theme “JO DIKHTA HAI WHO BIKTA HAI” is working efficiently. Still tent card and combo boards’ activation is still not there in many eateries and drinkeries. Hence it should be done very soon. Even various promotional schemes and offers should be given in all modern trades. So, considering these problems if Coca Cola Company looks after these problems and tries to rectify it then definitely coca cola would be the number one company in the world according to revenue generation where now it holds the fourth position.

CORPORATE LEARNING: I didn’t have any idea about the great company like Coca – Cola. What I had learnt in my entire 1st year course I realized this practically during my summer internship programme. I got a chance to deal with corporate citizens. In the beginning when I joined here I was only concerned about the data collection which was interesting. Then I was assigned a project known as Opportunity Mapping and Competition Mapping. I did the project very carefully which gave a successful outcome. The project aims at mainly to increase the market share in low market share areas and to tap the potential market where our presence is unfelt. So that it will create some awareness in the mind of the people and it can easily identify the problems faced by competitor counter.

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